A Regulatory Focus - Reactance Perspective of Consumer Reward Preferences in Loyalty Programs

Meltem Tugut, Saint Louis University, USA
Mark J. Arnold, Saint Louis University, USA
This paper provides a regulatory focus and reactance interpretation of the reward preferences expressed by consumers involved in loyalty programs. Specifically, it is proposed that the different levels of reactance experienced by promotion- and prevention-focused consumers may influence their reward preferences in a loyalty program.
[ to cite ]:
Meltem Tugut and Mark J. Arnold (2011) ,"A Regulatory Focus - Reactance Perspective of Consumer Reward Preferences in Loyalty Programs", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.